Why some marketers are shifting their focus from inboxes to mailboxes

This is why writers like newsletters so much. **As other distribution channels are becoming increasingly crowded, email provides an alternative trade route.**

The promise of the internet has always been a low barrier to entry enabling unique people and brands to find passionate audiences and sustainable business models. That is more possible now through the combination of direct distribution, vertical focus and (often) direct monetization models. But the brands that can pull off DTC strategies need to be... See more

Publishers will also need to change their marketing practices. They must create cheaper ways to reach consumers. That suggests both “vertical” websites, where they could get “relevant” traffic for some of their books, and “email lists.” The big publishers have been collecting email “permissions” (an idea first articulated by digital thinker Seth Go

... See more